Online Branding Differs From Traditional Methods
There is a nice article entitled ‘What is Online Branding?’ It explores the differences between traditional branding and online branding.
In traditional media, there is still some separation of brand advertising and the brand experience; you can’t buy from television commercials…yet. Online, there is rarely such a separation but most companies still haven’t realized this. Consumers now choose whether or not they want to respond to or even see advertising in many cases. Get relevant or get out is the message.
It explores the fact that many marketers do not get the concept that online branding requires total integration, that no part is antonymous and that it should be relevant to the consumer.